Active User Engagement

The term 'active user engagement,' in the context of social media, denotes the very direct and meaningful interactions that occur between users and a certain social media profile, page, brand, or piece of content. It is a designation for something that happens when an audience is not passively consuming but instead participating in an interaction like commenting, sharing, or saving a piece of content. It is similar to 'engagement' or 'interaction' in other digital contexts, but because social media is so much about conversation, 'active user engagement' here also points to the better half of something that is two-way.

When something has 'impressions' or 'reach,' that usually means a lot of people have seen it, but seeing it and doing something with it are two different things. Of course, the best thing one could hope for when it comes to content on social media is for people to do all these actions with it and to keep the conversation going. 'Active user engagement' also ties into something that marketing people in charge of social media strategy really like to think about, which is what kind of content people are finding to be relevant and sharing with other people.